A

PROJECT REPORT
ON
“A Study on Online Buying Behaviour in Fashion and Apparel
Industry”
Submitted in partial fulfillment for the award of
Bachelor of Commerce ( Honours )
(BATCH 2022-25)
Under the supervision of :- Submitted by:
Ms. Aanchal Gupta Aditi Ghai
Assistant Professor Enrollment No. 02212388822
DIAS

DELHI INSTITUTE OF ADVANCED STUDIES

(Re-Accredited with 'A' Grade by NAAC)
(Approved by AICTE and Affiliated with GGSIP University
For B.Com (H), BBA, MBA, & MBA (FM) Programmes)
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 DECLARATION

This is to certify that I have completed this Major Project Report

titled “A Study on Online Buying Behaviour in Fashion and
Apparel industry” under the guidance of “Ms. Aanchal Gupta” in
partial fulfillment of the requirement for the award of the
PostGraduate degree of Bachelor of Commerce (Honours) at Delhi
Institute of Advanced Studies, Delhi.
This is an original piece of work & I have not submitted it earlier
elsewhere.
Aditi Ghai
Enrollment No. 02212388822
 ACKNOWLEDGEMENT

Completing a project always requires the support of others and is not usually a
solitary effort. Similarly, I have taken various efforts in this project but this
report could not have been accomplished without the splendid support and help
of many more individuals. I would like to extend my sincere thanks to all of
them.
I am highly indebted to my Faculty Guide Ms. Aanchal Gupta ma’am for her
guidance and constant supervision as well as for providing necessary
information regarding the project and also for her support in completing the
project. Without her critical evaluation and suggestion at every stage of the
Project, this report could never have reached its present form.
I want to express my heartfelt gratitude to our institution “Delhi Institute of
Advanced Studies”, for giving me the opportunity to undertake this project and
enhance my knowledge. Further, I would like to thank my parents for their kind
co-operation and encouragement which helped me in completion of this project.
I would like to express my special gratitude and thanks to all my teachers for
giving me such attention and related knowledge at all times.
My thanks and appreciations also go to my classmates, friends and people who
have willingly helped me out with their abilities.
Last but not least I would like to thank all the respondents for giving their
precious time and relevant information and experience I required, without
which the project would have been incomplete.

Aditi Ghai
Bachelor of commerce (honours)
Enrollment No. 02212388
 Exexutive Summary

Consumer behaviour is said to be an applied discipline as some decisions are significantly

affected by their behaviour or expected actions.
The two perspectives that seek application of its knowledge are micro and societal
perspectives.T h e   o n l i n e   p u r c h a s i n g   b e h a v i o r   o f   o n l i n e   s h o p p e r s   a n d   f a c t o r  
i n f l u e n c i n g   o n l i n e   s h o p p i n g  behavior and its future perspective. Internet is changing
the way consumers shop and buy good sand services, and has rapidly evolved into
a global phenomenon.
Many companies have started using the Internet with the aim of cutting
marketing costs, thereby reducing the price of their   products and services in order to
stay ahead in highly competitive markets. Companies also use the Internet to convey,
communicate and disseminate information, to sell the product, to take feedback and also to
conduct satisfaction surveys with customers.
Customers use the Internet not only to buy the product online, but also to compare prices,
product features and after sale service facilities they will receive if they purchase the product
from a particular store. Many experts are optimistic about the prospect of online business. In
addition to the tremendous potential of the E-commerce market, the Internet provides a
unique opportunity for companies to more efficiently reach existing and potential customers.
Although most of the revenue of online transactions comes from business-to-
business commerce, the practitioners of business-to-consumer commerce should
not lose confidence. It has been more than a decade since business-to-consumer E-
commerce first evolved. Scholars and practitioners of electronic commerce constantly strive
to gain an improved insight into consumer behaviour in cyber space. Along with the
development of E-retailing , researchers continue to explain E-consumers behaviour from
different perspectives .
 Chapter:-1
Introduction
 INTRODUCTION

Online shopping is a process by which consumers buy products online through social
networking sites, which means from a seller in real time. The sale and purchase of products
are directly through electronic devices, though these of online shopping has a lot of threats
or in a way of problems faced people of this era find it easy way of finding the best products.
An online shopping consists of various online shops like e-store, web shop, and online store,
virtual store, which evokes the physical analogy of buying products or services. This process
is called business to consumer. These are Amazon kind of companies. When a business buys
from another business then it is a business-to-business shopping. Online marketplaces can be
named as ebay and Amazon significantly.
A large percentage of electronic commerce is conducted entirely in electronic form for
virtual items such as premium content on a website but mostly electronic involves the
transportation of physical items in some way. Online retailers are sometimes known as e-
retailers and online retail is actual buying behaviour.
Shopping experience is aimed at obtaining needed goods and services as well as hedonic
rewards. The modern consumers are so much different than of traditional ones including the
impact in factors of personal and social. Consumer behaviour research is scientific study of
the process consumers select, secure, use and dispose products and services that they bring
on their likes and wants.
The demographic pattern can vary from different aspects as age, gender, profile, or
occupation accordingly the purchase behaviour may differ from each person. Knowledge of
the consumers differ which also actually effects the market strategy. This is because mainly
of the marketing concept.
This idea refers; the markets actually operate to satisfy the needs and wants. Various
decision-making levels are differed according to the behaviour models. Influencers act as
amplifiers who can reach consumers that are beyond 2 the brand’s owned media channels.
They use creative and innovative methods in order to attract consumers and providing them
the shape and the purpose of the message. Fashion and apparel industries have taken a huge
influence on online marketing nowadays than other industries and this is quite a big
development in the industry.
Online shopping is on the rise every day. There are various advantages of online shopping,
such as time savings, access store from all over the world, it is available 24*7 hours, a variety
of choices are available to compare products and brands.
In addition to the advantages of online shopping, customers feel different forms of perceived
risk factors and psychological factors are involved in online shopping. And it is very
convenient to shop our loved things from a wide variety of stores available on the market.
With the help of a mobile or Laptop we can book anything without any problem.
And in fact we'll get our requested ordered things at our door step. it's easy. Almost a wide
range of things can be brought through online shopping. It is extremely secure. Customer
service is accessible.
Online product became a very important a part of company business scope, no matter their
nature of conducting business as on-line corporations or typical corporations that area unit
however to develop on-line services. Online shopping activity consists of purchasing goods
and services via the Internet (Moshref et al. 2012).
The purchasing process has different steps similar to the physical purchase actions (Liang &
Lai, 2000). Five phases are involved in the usual online buying process. Initially, when a
customer discovers his or her desires for a product or service, he or she goes online and
searches.
After collecting product details, the customer compares the product with other choices
available by selecting an item according to his/her specifications and transaction criteria for
selected items and obtains post-purchase experience (Kotler, P. 2000).
Online shopping activity refers to the psychological state of the consumer when it comes to
making online transactions (Li & Zhang, 2002). Despite the rapid growth in online shopping
and the advantages discussed above, Kim, Lee & Kim (2004) suggested that the search for
customers in the online store does not result in a full purchase or transaction of their actual
needs.
According to Moshref et al. (2012) before buying a product or service on the Internet,
customers expect various forms of perceived danger, such as financial risk (loss of money),
product risk (quality of product as seen on the website), And the possibility of non-delivery
(if the product remains undelivered
Some people might assume that the famous designers have just magically come up with an
idea to make a collection of their own. Yeah, that's true in some cases but it's not true in other
cases. From Sixteenth century the clothes now are very similar in some ways through the
way women wear. The women of the 16th century and the women are not so different today.
The Global Study has confirmed that customers are becoming more price-conscious,
individualistic, and Demand (value, fashion, and quality/price). Study on online clothes
shopping includes factors that inspire and prevent such shopping, Performance and
satisfaction of the websites of apparel.
Factors that hinder online clothing shopping include the failure to try out Apparel and
questions about the protection of credit cards and difficulties in determining the quality of
goods. Factors that motivate online clothing shopping include ease, fun, and fast online
shopping.
Those who have previous online shopping experience, those who are familiar with brands,
and who are looking for online details, are more likely to make online clothing purchases.
Factors influencing the purchasing of clothing are the design, quality, brand and availability
of a wide variety of products and the diversity of clothing found to be positively connected to
online purchases.
Price has been stated to be a key purchasing factor for apparel. In addition, online shoppers
are likely to find the prices of items in online retailers are often lower than those in brick-
and-mortar stores. Discounts are said to have an impact on apparel purchased via
ecommerce.
The early online shoppers from India were influenced by features such as price, brand,
quality and website influenced to shop due to price and discounts according to Gehrt et. al.
(2012). Online shopping is the behaviour of customers to shop online. People who find it
easy to use, useful and enjoyable will take advantage of online shopping.
The acceptance model of technology is used to explain the variables that influence online
shopping. These variables are perceived utility, perceived ease of use and perceived pleasure.
These variables and their effect on online shopping are explained as follows:
 Fr
om the point of view of e-shopping, perceived usefulness is the belief of consumers that their
online shopping can improve their efficiency. According to TAM (Davis, 1989), customers
prefer to use the website that significantly affects their results.
According to Zhou et al. (2007), the consumer is likely to improve the productivity of online
shopping and this has a positive effect on the entire buying process. (2001) argues that the
consu Online shopping is the consumers shopping behavior to shop online.
The people who find it easy to use, useful and enjoyable can accept online shopping. Online
shopping has experienced a rapid growth during the recent years due to its unique advantages
for both consumers and 10 retailers, such as shopping at round the clock facilities, decreasing
dependence to store visits, saving travel costs, increasing market area and offering a wide
range of products.

1.3. OBJECTIVES OF THE STUDY

 To study consumer behaviour towards online shopping.
 To know the factors which affect decision making process while purchasing the
online shopping product.
 To examine whether customer prefer online shopping or offline shopping.
 To identify their preference towards different e-shopping websites and the features of
websites in general.
 To know the problems they face during online shopping
 To study consumer preferences towards online shopping as compared to offline shopping for
fashion apparel.
 To analyse the factors affecting the consumer preferences towards purchase behaviour of
fashion apparel online.
 To analyze differences in Consumer Behaviour towards purchasing apparel products online
among different genders.
1.4 STATEMENT OF THE PROBLEM
• In this study I would like to learn the on online buying behaviour in fashion and
apparel industry
• Online apparel industry is a huge and developing industry across the world.
• The customers are attracted by flashing and attractive advertisement in digital media
and it is inevitable that every persons online were made to watch them without any
options.
• Even in all the social media sites, the apparel shopping sites forms a part.
• The online customers are attracted with new trends, attractive offers and discounts
and various options available to them.
• Online apparel industry is facing new challenges like changing customer habits,
tastes, preferences, priorities and trends.
• The attitude of customers in online becomes difficult to understand which throws into
light to study the consumer behaviour of customers towards online apparel industry.

1.5 SIGNIFICANCE OF THE STUDY

This study is significant since understanding buying behaviour is the important aspect for any
business to grow. The same is true for online stores as well. There are tremendous
opportunities for growth in the online mode of shopping, as the users of the internet are
growing

1.6 IMPORTANCE OF THE STUDY

• Understanding the buying behaviour is significant aspect for any kind of business
irrespective of its nature.
• The study of buying behaviour of online customers gains more significant since the
present is marketing environment is digitalised and the growth of e-commerce
industry is enormous especially, the online apparel industry.
• Even though, there are tremendous opportunities in online industry, customer
satisfaction becomes most important to survive in the competitive world.
• To make customer satisfy, it becomes mandatory to study the customer behaviour in
each aspect of online marketing and their responsiveness towards various marketing
strategies adopted by the apparel industry. Hence, the present study gains prominence

1.7 Nature of study

The nature of study states as descriptive.

1.8 Nature of data

The study is based on both secondary and primary data.
1.9 Source of data
The primary data were collected by distributing questionnaire and secondary data was
collected from internet and magazines.
 Chapter :- 2
Industry Profile
1.2 INDUSTRY PROFILE
Online shopping is the consumers shopping behavior to shop online. Not only in urban area
but also in villages also people are loving to do shop online Mer chooses to buy a commodity
when such use is considered to be of use.

Online shopping sites

1. Snapdeal.com
• Snapdeal is an e-commerce company based in india. It is a daily deals website that features
discount offers across lifestyle segments such as dining, health & beauty, entertainment, and
travel. It also offers discounts on products like electronics, perfumes, watches, bags,
sunglasses, apparel, and mobile phones.
• Headquartered in delhi, snapdeal.com was launched in february 2010. The company was
founded by kunal bahl a wharton graduate and rohit bansal, an alumnus of iit delhi who are
friends since school. They had agreed that after finishing their studies and gaining the
required work experience, they would start a project of their own.
• Snapdeal.com serves as an advertising platform for merchants and a discount platform for
customers. For the merchants who partner wily snapdeal, it is a cost-effective channel for
acquiring new customers. It also works as a risk-free alternate marketing channel. From the
merchant’s standpoint, they are passing on the customer acquisition cost in the form of a
discount offer.

Product categories provided by snapdeal.com

• Mobiles & accessories o men’s & women’s apparel o watches, bags & accessories o
electronics & cameras o computers & peripherals O perfumes, beauty & health o jewellery o
books & movies o footwear o home, kitchen & appliances o infants, kids & toys o sports &
hobbies o travel packages
• Adventure & entertainment

2. Amazon.com
• Amazon.com is an american multinational electronic commerce company with headquarters
in seattle, washington, united states. It is the world’s largest online retailer. The company also
produces consumer electronics – notably the amazon kindle e-book reader – and is a major
provider of cloud computing services.
• Amazon has separate retail websites for the following countries: united states, canada,
united kingdom, germany, france, italy, spain, japan, and china, with international shipping to
certain other countries for some of its products. It is also expected to launch its website in
poland, netherlands, and sweden.
• Jeff bezos incorporated the company (as cadabra) in july 1994, and the site went online as
amazon.com in 1995. Amazon.com started as an online bookstore, but soon diversified,
selling dvds, cds, mp3 downloads, software, video games, electronics, apparel, furniture,
food, toys, and jewelry.
• The company was founded in 1994, spurred by what bezos called his ‘regret minimization
framework’, which he described as his effort to fend off regret for not staking a claim in the
internet gold rush.
• The company began as an online bookstore. While the largest brick-andmortar bookstores
and mail-order catalogs might offer 200, .000 titles, an online bookstore could sell far more.
Bezos wanted a name for his company that began with ‘a’ so that it would appear early in
alphabetic order. He began looking through the dictionary and settled on ‘amazon’ because it
was a place that was ‘exotic and different and it was the river
He considered the biggest in the world, as he hoped his company would be. Since 2000,
amazon’s logotype is an arrow leading from a to z, representing customer satisfaction. A goal
was to have every product in the alphabet.

Product categories provided by amazon.com

 Books
 Movies, music & games
 Electronic & computers
 Home, garden & tools
 Pet products
 Grocery, health & beauty
 Kitchen & dining
 Furniture & decor
 Toy, kids & baby
 Clothing, shoes & Jewelery
 Sports & outdoors, automotive & industrial

3. ebay.com
• Ebay is an american multinational internet consumer-to-consumer corporation that manages
ebay.com, an online auction and shopping website in which people and businesses buy and
sell a broad variety of goods and services worldwide. Founded in 1995, ebay is one of the
notable success stories of the dot-com bubble; it is now a multi-billiondollar business with
operations localized in over 30 countries.
Ebay expanded from its original “set-time” auction format to include “buy it now” standard
shopping; by upc, isbn, or another kind of sku; online classified advertisements; online event
ticket trading; online money transfers, and other services.
• The online auction website was founded as auction web in san jos, california, on september
5, 1995, by french-born iranian-american computer programmer pierre omidyar as part of a
larger personal site that included, among other things, omidyar’s own tongue–in–cheek
tribute to the ebola virus. One of the first items sold on ebay was a broken laser pointer for
$14.83. Astonished, omidyar contacted the winning bidder to ask if he understood that the
laser pointer was broken. In his responding email, the buyer explained: “i’m a collector of
broken laser pointers”.
The frequently repeated story that ebay was founded to help omidyar’s fiancée trade pez
candy dispensers was fabricated by a public relations manager in 1997 to interest the media,
which were not interested in the company’s previous explanation about wanting to create a
“perfect market”. This was revealed in adam cohen’s 2002 book, the perfect store, and
confirmed by ebay.

PRODUCT CATEGORIES PROVIDED EBAY.COM

• Fashion
• Motors
• Electronics
• Collectibles & Art
• Home, Outdoors & Décor
• Entertainment
• Deals & Gifts
• Sporting Goods

4. Flipkart.com
Flipkart is an indian e-commerce company headquartered in bangalore, karnataka. It was
started by two iit graduates, sachin bansal and binny bansal, in the year 2007. They were
working on amazon.com previously.
Earlier, flipkart mainly dealt with books buy now, it has expanded to electronic goods and a
variety of other products. Initially, they used word-of-mouth marketing to popularize their
company. A few months later, the company sold its first book on flipkart.com- john wood’s
leaving microsoft to change the world.
Today, as per alexa traffic rankings, flipkart is among the top 30 indian websites and has been
credited with being india’s largest online bookseller with over 11 million titles on offer.
Flipkart broke even in march 2010 and claims to have had at least 100% growth every
quarter since its founding.
The store started with selling books and in 2010 branched out to selling cds, dvds, mobile
phones and accessories, cameras, computers, computer accessories, and peripherals, and in
2011 pens and stationery, other electronic items such as home appliances, kitchen appliances,
personal care gadgets, health care products, etc.
Further in 2012, flipkart added a.c, air coolers, school supplies, office supplies, art supplies
& lifestyle products to its product portfolio. Today, flipkart employs over 4500 people.

PRODUCT CATEGORIES PROVIDED BY FLIPKART.COM

• Books
• Mobiles & accessories
• Computers
• Gaming
• Movies & tv shows
• Music, cds, dvds & vinyl
• Tv, video & mp3 players
• Personal & health care
• Home & kitchen
• Pens & stationary
• Fragrances
 Chapter:- 3
Literature Review
 REVIEW OF LITERATURE

A literature review is a “critical analysis of a segment of a published body of knowledge

through summary, classification and comparison of prior research studies, and theoretical
articles”.
To get proper prospective of the subject this helps us to know the individuals or the research
in each sector’s as it removes the probability or the repetition of work or replication work
helps to get acquaint with the work done and provides valuable information. Studies done by
some of them are as follows;

 Kim et al (2003) examined the behavioural model of online consumer

behaviour for shopping online for clothing and apparel.
Results were very positive in the studies made a good relationship among the
subjective and attitude norms and therefore he found independent set of
attitudinal and normative variables.
He also found the f- test shows the attitude of the consumer play major role for online
consumer behaviour for buying. Then was the f-test used for the purposes.

 Michael R. Solomon& Nancy J. Rabolt (2004) consumer behaviour

are analysed when they are out for shopping when individuals select,
purchase, use or dispose of products, services to satisfy their needs and
desires.
Sproles and Kendall developed a model to determine consumer
decisions making behaviour with right consumer physiological
orientation variables.
Michael and Nancy examined the consumer
behaviour toward the purchase of the products like the loyalty, novelty,
perfection, consciousness etc.

 Park J.H and Lenon S.J (2004) they examined the impact of television
on consumer buying behaviour on fashion and apparel industry. It was
shown that they had a positive relationship between the buying of
apparel because of the television.

 Dolekoglu et al (2008) examined the factors effecting consumer buying

behaviour which are price, advertising, quality of the product, sales
promotion, and brand image and celebrity endorsement.
 Jin and kang (2010) studies the purchase intention towards the foreign
brand and perceived behaviour control subjective norms and found the
results those face-saving altitudes and various studies on the purchase
intentions of the consumers.

 P. Vikkraman and N. Sumathi (2010) examined the purchase

behaviour in Indian apparel industry and the study about the factors
affecting the purchases and the contribution of various things such as
culture, religion, tradition especially in the Indian market.

 John A. Howard (1960) examined the purchase behaviour and

developed the idea of the “evoked set” to describe this process of
selection.
An evoked set defines brands in a product category that the
consumers remember at the time of decision-making. The customers
would have a set of brands of particular products that would be
remembered and this study was conducted by john.
Shoppers not stick with particular brands they change and this has to be evaluated

 Barbara E. Kahn has examined through their professor duty about the
green revolution on various aspects of choosing relation between the
customers.

 Akert R.M,Aronson and Wilson T.D(2005) explained concept that, when we hear
fast food the first thing that comes to our mind is the
pizza or hamburger etc. so they defined that the same case is applied
when we think of a toothpaste first that comes to our mind is Colgate
and if in case soft drink coca cola is the first that comes,this concept
where the brand management takes place.

 Ashish Bhasin director explained brand management begins with the

conceptualisation of any product which means what brand to be chosen
it requires teamwork with a marketing plan of campaigning, advertising
etc to make more communicating about the product directly to the
customers various media and non- media techniques are used.

 Brunel and Arnold (2003) explained the principle of visual

merchandising that means it includes spaces and environment that can
be invaded to encourage the sale of products in the market in which
visual merchandising begins to build itself within they get to know the
customers by creating a friendly atmosphere in which products are of
 the features that are favourable to the customers.

 Ahuja et. Al (2003) explored the inclusions of various frame and

mind for purchases. He took a sample to get a overview of the
behaviour about 265 sample were taken for the study. The study
proved the result that the youth were well aware and comfort with
the online shopping.

 Gupta, Handan and Gupta (2008) explored the virtual behaviour

of the youths who would adopt web or internet as a medium for
purchasing and the adoptability. The study mainly focused to know
whether the youths are surfers or actual buyers. The study did not
provide an accurate result since in some regions they were actual
buyers and in some surfers.

 Khare and Rakesh (2011) they surveyed about 325 students of the
local areas of various collages of the country to evaluate the attitudes
of students towards the online shopping, and comparing information
of various groups. Online purchases are driven by the hedonic
factors like power, entertainment and excitement.

 Khare at. El (2012) they explored the idea of attitude towards the
old people with social norms that are prevalent several factors of
websites were determined according to the ages of the customers
their change in buying behaviour was also noted.

 Ariff et. Al (2013) he intended to find out the impact of using the
online websites for shopping likewise fraudulent acts that is being
done, which got affected of privacy, security, reliability,
transparency etc was affected.

 Hilaudin and Cheng (2014) they examined the online behaviour of

youths and the loyalty and satisfaction derived from the buying were
also examined. The electronic forms of providing the same and the
quality were of information were also studied. Design of the
purchasing and pattern were continuously observed among the
youths.
 Holloway and Beatty (2008) they studied the satisfaction and
dissatisfaction of customers and their loyalty towards the products.
Convenience sampling method was used for attaining the results and
chi- square tests were also figured to know the differences.
 Vijayasarathy (2002) the product characteristics, cost and
tangibility of the products are examined. The mail survey conducted
received about 750 responses. Tangible and intangible factors were
examined for the comparison experience aspect with online shopping
had a strong desire to repurchase.

 Kumar. P (2012) he found that instead of following traditional

methods modern methods of online shopping were studied and it
showed both high- and low-class people could do the online
shopping. Luring and payment be
 Chapter :- 4
Theoretical Framework
 THEORETICAL FRAMEWORK

BUYING BEHAVIOUR
The literal meaning of buying behaviour can be defined as the behaviour that buyers produce
in searching, buying, using, evaluating and post purchase disposal of offerings which is
expected to satisfy buyers’ needs. Buying behaviour is one of the most intriguing subjects to
study in the whole marketing.
The central focus of it relies on how individual buyers make decisions to spend their
available resources (time, money and effort) on consumption-related items. That includes
particular to buy, reason to buy, time to buy, place to buy, frequency of purchases and
evaluation process.
The development and growth of Indian economy have helped a ton in the flourishment of
Indian markets. Therefore, buyers are spending a lot on purchasing necessities and
extravagances things. This likewise prompted the rise of different new brands' products
which are tempting the buyers. Indian purchasers are spending a colossal extent of their pay
towards various kinds of goods and services.
This high disposable income also fosters the manufacturing companies to continuously renew
the products being produced by them and bring out the best in products so that the varying
needs of buyers can be satisfied. There are few parts of shopping from shopper's perspective
(excluding logistics etc):

❖ Picking up the item and paying for it - relatively easy and e-commerce does it reasonably
well.

❖ The decision-making process leading to purchase, based on a mix of facts/taste/

judgment /experience /social influence etc. Technology cannot yet address all any visual
sensory requirements of the social experience/decision T making process.

❖ While buying a dress, the site will show a generic sample. The buyer may want to see
dress to check the quality of stitching and workmanship of that specific item, the feel of the
fabric on the skin, comfort of fit etc.

❖ The more emotional or expensive the purchase is, the more buyer may want to see it /
experience it in person - compare shopping for a weddingdress with mother and friends (high
emotional investment) vs. shopping for a toner cartridge (hopefully low emotional
investment).
From marketing perspective, understanding the needs of the potential buyer can help to focus
the marketing effort to better demonstrate how the product or service will meet buyers’
particular needs.

Factors affecting online buying behaviour

➢ Demographical and personal factors: Demographics are important part of the buying
behaviour and play major and dominant role.
Demographics help to qualify the opportunity for the concerned business format and are one
of the major determinants which shape and determine the buying behaviour at large. Age,
gender, marital status, education, profession, family status etc comprises the demographics.

➢ Technological Factors: These factors play vital role in the decisionmaking process while
shopping online. In e-format of shopping since all the giants are giving ‘deal’ or 'price' to
make buyers conscious.
Technological aspects like; website features, design, user friendliness, virtual fitting etc
could set the benchmark and boost the online shopping and apparel as buying category over
this format.

➢ Socio-cultural factors: Social factors like a reference from family, friends, colleagues or
other concerned group and interaction over social platform comes under these factors in
online apparel shopping. Cultural factors like; festival bonanza offer, Christmas or new year
sale etc are culture influenced features which impact online apparel buying behaviour in a
virtual format.

➢ Legal factors: Laws and regulations related to online format, consumer’s rights, etc is
considered under the legal factors influencing online buying behaviour.

➢ Psychological factors: Online shopping is influenced with lots of

psychographics like; perception, attitude, satisfaction, experience etc.
These factors also shape the buying behaviour at large
The initiation of buying decision process is arousal of need; it is a state of the situation
which creates the need for some product or service for a buyer. In this way, it can be said that
purchases of buyers are driven by one or another need.
Sometimes these needs are outer stimulus whereas sometimes internal. Outer sources of
stimulus are packaging, advertisement, information, reference groups. In online shopping, the
deals and discounts are also those stimuli which create the need for the offerings provided on
the web platform.
Internal sources of these stimuli are buyers’ own desire and demand for such offerings. The
solid need result into pursuits of the sources which can fulfil needs. This is where purchasers
look through the manners which can address the issues.
At this phase of buying, buyer recognizes every options viz; accessible in various
organizations. As far as on the web or physical buying, buyers' nowadays
distinguish all the elective sources which can fulfil their necessities. The following stage is
assessment of the choices.
The assessment relies upon criteria of the buyer which chooses the determination or
inclination for the option dependent on the properties. For example value, assortment,
circumstance, the inclination of item, inclusion required and so on. This stage is trailed by the
determination of most appropriate and fitted choice which fits in the canvas of the buyer.
Again determination of the offering in online arrangement relies upon the choice of
instalment; the time taken for conveyance, picture, return and discount strategy and so forth.
After this stage, the buyer makes the final purchase.
Then final stage of buying decision process post-purchase behaviour comes, which is of
significant importance as loyalty, positive word of mouth, satisfaction, the trustworthiness of
the buyers result into future repurchases and increased traffic for this format.
Trust over web portal, the risk associated, enjoyment involved, convenience, time-saving,
technology friendliness etc. are some parameters which influence the buying decision process
and have an impact on the behaviour of the buyers.

ONLINE SHOPPING
In the dot-com era, the online shopping is a rising phenomenon. The revolutionary changes
have been witnessed by the Indian retail market. Online shopping has come up with huge
opportunities for both marketer and buyers but yet it is in the infant stage.
The consumer in today’s competitive era is the most important component that is required to
be understood by all the marketers in order to gain a successful position and market share. In
such changing circumstances the world of online shopping emerged as a great platform to
attract the buyers from all over the world.
The consumers are taking active participation in varied activities in order to make their
opinion, provide suggestions, etc. However, the process of decision making in relation to the
needs and requirements of the consumer has completely changed due to the introduction of
the new web portals.
This, in addition, has dramatically increased the use of the online shopping trends that further
has led to greater efficiency and effectiveness. The use of internet has significantly enhanced
in India. With the changing scenario, many new consumers are using internet as they find it
more convenient and time saving than the traditional format of shopping.
India is emerging as one of the most successful economy with regards to the use of the
internet. Indian e-commerce has such potential because it can bring changes more reflective.
The operations and conduct of the Indian economy emerged as a great booster for the
financial development.
 E-commerce supports in enhancing the infrastructure and cover the vast geographical area of
Indian Economy.
With the assistance of the e-commerce facilities, the Indian buyers are able to make their
purchase from all over the world leading to better and appropriate network. Web platform
provides a great assistance to the business corporate of India to make their trading abroad and
enhance their level of operation.
Thus, in relation to the use of the internet, the Indian economy is moving at a very high pace
leading to the better position of the Indian market in the overall world. Keeping this into
consideration not only the large corporate houses are making use of the internet but general
retail stores are also upgrading their operations and enabling the buyers to make their
purchase through online mode.
Internet and online format have paved the way for sellers to grasp more market share,
improved customer communications and solutions, varied product lines, improved cost
efficiency, enhanced customer relationships and customization in efforts. Buyers have taken
these hands in hand and responded in a positive manner. This has motivated online retail
sales to touch an upward trend and will continue in such manner in future as well.

DRIVERS OF ONLINE SHOPPING

The online world has risen as a stage to give wide communication where esellers are
influencing consumers’ buying decisions and behaviour with a heap of offices gave in web
format. Buyers play a dominant role in this aggressive time. They are an integral part of
online buying decision process as they are framing their opinions, sharing their experiences
with other buyers.
Buying decision process of the buyers’ has unfolded new dimensions with the introduction of
various interactive web portals. These entryways have expanded the data information of the
purchasers regarding contributions of emarketers, provided comparison facilities at one hub
in a single click and improved customer services, which have reduced searching cost.
E-sellers are by and large progressively productive and prepared in furnishing unfurled heap
of encounters with the study of online buying behaviour and factors impacting the decision-
making process. The drivers of web based shopping are those variables which powers the
purchasers to purchase a specific result of a specific range.
Every one of these drivers drove the buyers towards online shopping by creating curiosity in
the buyers. Availability of internet is one of the real drivers which have supported online
shopping. The internet users are the conspicuous target bunch for the e-sellers as the
arrangement itself requires internet as a prerequisite. The other significant driver is
convenience. The purchasers get the entire shopping experience from their place and the
door-delivery conveyance is the special reward.
It saves money on fuel costs, the problem of stopping and fatigue of long lines. The
magnificence of web based shopping is that one can get numerous brands, Assort ent and
comparison at one centre point in few ticks.
Individuals these days abstain from remaining in long lines hanging tight for charging when
sales reps around continue requesting for Master cards. So when online encourages buyers to
shop on the web and gives inviting returns and substitution strategies, they are happy to shop
with this organization of shopping.
Anyplace, whenever(24*7 availability) shopping idea, bother free shopping encounters
additionally have roused the purchasers to go for online medium. Efficient again is a major
worthwhile driver of web based shopping.
Purchasers of this arrangement spare time as they can appreciate whenever shopping. They
are not compelled to visit the brick and mortar shop as per the timings. Online format gives
this flexibility; simultaneously buyers can compare the same products with other web portals
in just few clicks and make their purchase decisions wise and rational.
These drivers foster the Indian as well worldwide buyers to buy different kinds of goods and
products through online shopping platform. These drivers lure buyers towards online
shopping and create curiosity and interest for this format of shopping.
The linkage of Online Shopping and Buying BehaviourThe era consumerism wrapped with
increased urbanization and a large number of households led the buyers towards online web
portals for browsing details for the offerings.
Economic reforms of 1991 have invited information and communication technology
revolution in the Indian context and the mountaineering development of the internet and its
users. Buyer behaviour has unfolded lots of unseen and untouched dimensions in past
decade.
Buyers can purchase customized items like; pizza to electronics over this format. The
physical form of the newspaper has been changed into the click of the customized online
news. Mailed catalogues are not only sources of information rather online accessibility to the
required information for the universities, their courses offered, mentors and an even virtual
visit to the real classroom environment has made the students more capable and efficient to
choose their education services.
One can visit online gateways to look through the books and request it from their very own
illustration room or somewhere else. Regardless of where the book shop is arranged on the
planet, one can avail the services through this improved format of buying and get the book
delivered to the doorstep.
Digitalised innovations have given these improved results of buying and selling contributions
in the previous decade. The existence of these technologies and digital sellers has been
possible because they understood the needs and behaviour of buyers.
Unmistakably, as individuals’ all the consumers are different from each other. Regardless of
tremendous contrasts on various grounds, they share one shared characteristic for example
they all are buyers. They have regular consumption of information, food, shelter, vacations,
luxuries, necessities, education, transportation, ideas etc
. As a buyer, they play an important role for the marketer, economy of the nation and to the
world statistics. It is significant to understand the buyer behaviour and the factors which
impact the buying decision process. Changing pattern of Indian retail condition is seeing the
significance to think about this marvel. So this becomes prominent to comprehend the buying
behaviour in online shopping.

FASHION AND APPAREL BUSINESS IN INDIA

India has a huge domestic market, with a populace of more than 1.2 billion people. The half
of the country's total population is India's middle class. Based on purchasing power parity,
India is the second-largest economy among developing countries, third largest GDP in the
continent of Asia and the fourthlargest economy around the globe.
Today, India is also one of the fastest expanding economies of the world.As the Indian
economy develops, more consumers will have greater discretionary income for clothing and
other purchases after meeting their basic needs even though the disposable income of
majority of Indian populace is low.
Change in consumers' behaviour towards shopping & lifestyle, increasing household income
and urbanization of the customers are supporting the growth of Apparel Industry in India
(AII). The developing apparel industry is impacting the GDP of India.
According to a study by Technopark, the development in modern retail drives the growth of
the apparel segment. In India, a growing number of foreign brands among various structures
shall foray to leverage the potential.
Intense competition is compelling international brands to adopt ‘made for India’ models
leading to higher acceptance and thus increased share from around 18% in 2011 to 25% over
the next five years (2016). In India, with growing domestic affluence, the cost effective
production of synthetic materials and increasing health awareness to use more disposable
clothes has led to the increase in demand of nonwoven textiles.
The liberalization of the Indian economy made it possible to enter into joint venture
arrangements with foreign firms by creating opportunities to import machinery and
technology at preferential tariffs. Whereas the strong demand for automotive fabrics is
responsible for the development of the technical textiles market in India.
An opportunity of tremendous economic development is poses by the Apparel Industry in
India. In India, there is a rapid increase in the emergence of branded apparel outlets and
shopping malls. The factor that accelerate the growth of AII and offers a wide range of
opportunities are dynamic lifestyle of Indian consumer, increasing working class, higher
disposable incomes, dual career
families, and many other social and economic changes. The chief aspects that lead to a
dynamic lifestyle are rapid urbanization, education and media & information and growing
per capita and household income.
The Indian Business and economy has been rapidly elevating by the apparel fashion retail
brands. The highest scope of growth is depicted by the men's wear segment. In 2012, the
textile growth rate was more for women's wear; growing at 12% and is projected to achieve
most of the share in future.
Rapid increases in other apparel segments such as children wear were also seen. In terms of
revenue, investment, and trade and job creation, the apparel industry is one of the extremely
significant sectors of India. Apparel industry has incredible product categories, long and rigid
distribution system, and short product life cycles, explosive and variable demand.
With time, there has been an unstable shift in the apparel industry.According to a report by
McKinsey, the apparel is the most successful fragment of the Indian retail market. Apparel,
offers the highest margin being not as organized and large as food. There is further scope of
development of apparel industry in India.
An apparel consumer consistently favours vogue style costumes, trying to imitate themselves
as the upper-class section of the modern society. Majority of them patronize the trends of
popular designer brands or those flaunted by Hollywood or sports celebrities. India is
measured as the most preferred harbours for trade and financing, a country of over one
billion populace, a gigantic consumer class.
The largest segments in retailing industry are Apparel and textiles. Clothing is adopted by
individuals to display their identity, and as a significant means to express them in society. By
the way Apparel has transformed the standard of living of the consumers; it is the most
successful industry in terms of development in India and not just because of its volume.

PERCEPTION OF ONLINE SHOPPING

The consumer's perception of their experience while shopping online is also a factor to
consider. When the consumer’s experience exceeds their expectations, there is a high chance
they will become loyal towards that particular online shop. This satisfaction is based on a
number of features such as: how fulfilling the experience was, how smooth the transaction
was and the ease of interaction .
The shopper’s perception will also vary depending on what kind of product they are looking
to purchase. For instance, Klein (1998) said that products which require searching before
purchase (such as books) will be different from products that are purchased through
experiences (such as clothes).
Zhou et al (2007) also stated that the online shoppers’ perception will vary depending on the
type of product because the risk factors are different for each (Liu & Forsythe, 2010). Some
consumers do not shop online because they perceive traditional shopping as being something
and fun. It improves their mood and turns into a social activity which they can do with their
friends .
Other factors which may affect the perception of online shoppers are: how exposed they are
to the market, market ambiguity and the position of competitors in the market (Gong et al.,
2013). Comparatively, generation Y is very attached to online shopping and spends their time
looking into and fantasizing about online products.
They are attentive towards sales promotions and are influenced by celebrities when it comes
to fashion (Hill et al., 2013). A recent research found that almost half of the respondents were
spending a minimum of one hour every day on online retail websites. It was also found then
men’s fashion has led more men to participate in online shopping (Lachman & Brett, 2013).
Overall, consumers are now freely accepting the concept of online shopping and this
phenomenon is continuously growing. However, it should also be noted that traditional
shopping is still equally relevant to their tailing business (Watson et al., 2002)

ONLINE PURCHASING BEHAVIOR AND ATTITUDE

Online purchasing behavior is the act in which consumers actually pay for goods over the
Internet. Many consumers are hesitant to buy online, and more than half abandon their
selections before payment occurs. For apparel purchases, this fear of purchasing may be
related to many factors, including perceived financial or product risk .
However, due to convenience , good price , and product variety, consumers used Internet for
product purchasing as well as information search. The present research intends to discover
how innovativeness of the consumer is related to information search and purchasing
behavior.
Customers’ attitude toward online shopping for services depends on familiarity with the
service provider and customers’ experience with the Internet. state that customers’ attitudes
toward online shopping was not only affected by ease of use, usefulness, and enjoyment, but
also by exogenous factors like customer personality, situational factors, product uniqueness,
earlier online shopping experiences, and confidence in online shopping.
Customers’ approach toward online shopping is strongly associated with Internet acceptance.
The perceived ease of use and perceived usefulness determine customers’ attitudes toward
online shopping, however, perceived usefulness did not affect user acceptance of online
shopping models.
FACTORS NURTURING THE FASHION AND APPAREL
BUSINESS IN INDIA
The Apparel Industry in India is a rapidly growing segment; it is growing at a rate of 10%
which is higher than that of retail segments. Is the second largest retail segment after food
and groceries and it has about 10% share in the overall retail segment in India.
It is also reported that within five years due to several factors, such as economic prosperity,
simplified government policy, growth infashion orientation and brand awareness as well as
consumer expectations, the size of Indian domestic apparel industry will double. Moreover,
the growth in
AII in the upcoming years has been expected to be at very high which is due to various
influential factors. Some of the factors are discussed below:

❖ Per Capita and Average Household

❖ Income Increasing Trends of Special Occasions

❖ Fashion Involvement

❖ Growth in the Women’s Segment

❖ Rapid Urbanization

❖ Globalization of Industry

❖ Diffusion of Fashion Innovators

❖ E-tailing of Apparel

❖ Organized Retail

FASHION & APPAREL RETAIL SECTOR IN INDIA

The fashion and apparel retail industry consists of the sale of all menswear, women’s wear
and children’s wear. The menswear market includes men's active wear, casual wear,
essentials, formalwear, formalwear-occasion and outerwear.
The women’swear market includes women's active wear, casual wear, essentials, formalwear,
formalwear-occasion and outerwear. The children ‘swear market includes baby clothing,
boys active wear, boys casual wear, boys essentials, boys formalwear, boys formalwear-
occasion, boys outerwear, girls active wear, girls casual wear, girls essentials, girls
formalwear-occasion, girls outerwear and toddler clothing .
RECENT TRENDS IN FASHION AND APPAREL RETAILING
IN INDIA
India is a country with diversified customs and cultures; so diverse that Indians differ in their
dressing too. Right from the salwaar-kameez to the sari and from lungi to dhoti, our own
Indian wear has been vivid and varied.
The market of branded garments is growing up. With favourable events like end of
multifiber agreement, entry of foreign retailers and textile companies into the country and the
growth and acknowledgement of the Indian fashion industry throughout the world, apparel
retailing has become one of the interesting and tough jobs in the arena of marketing.
The study emphasizes as to how over the last several decades the face of retail and the
distribution of apparel have changed dramatically.
India ranks among the top target countries for any company sourcing textiles and apparel.
Indeed, apart from China, no other country can match the size, spread, depth and
competitiveness of the Indian textile and apparel industry.
Moreover, with the global elimination of quotas at the end of 2004, entry of foreign retailers
and textile companies into the country and the growth and acknowledgement of the Indian
fashion industry throughout the world, a thorough study of apparel retailing has become
necessary.
In the upcoming years, Indian apparel industry is expecting positive development mostly due
to the removal of tariff on branded clothes and made ups along with expected revival of total
economy

Consumer buying behavior is influenced by the major three factors:

A. Social Factors : Social factors refer to forces that other people exert and which affect
consumers' purchase behavior. These social factors can include culture and subculture, roles
and family, social class and reference groups.

B. Psychological Factors :These are internal to an individual and generate forces within
that influence her/his purchase behavior. The major forces include motives, perception,
learning, attitude and personality.

C. Personal Factors These include those aspects that are unique to a person and influence
purchase behavior. These factors include demographic factors, lifestyle, and situational
factors.
 ADVANTAGES OF ONLINE SHOPPING Online shopping is a form of electronic
commerce whereby consumers directly buy goods or Services from a seller over the Internet without
an intermediary service.

 Easy to Find: Finding a product online is much easier than looking for it in the
local store. You can search any product easily by using the search engine feature of
an online shopping website. But in store you have to look for it until you find it.

 Products can be cheaper: Sometime a product can be much cheaper in another

country than your country. In this case it would be wise to shop online to save some
money
.
 Save time and energy: You don't have to waste your time in going to store and
standing in front of the crowd.

 Freedom of choice: Freedom of choice is very high in online than shopping from
a nearby store. In online you can choose the product you are looking, from a vast
range of products.

 Freedom of price flexibility: You will enjoy the freedom of price flexibility. If
you don't like the price of a product from an online shop, you can switch to other
online store to look for cheaper price.

 High satisfaction percentage: Now a day shopping online is very reliable. The
percentage of satisfaction is very high.

 Buyer protection: Dependable websites like EBay provides buyer protection to

motivate people to buy from their site. This highly trusted websites will give your
money back if any seller do not deliver the item or deliver an item which does not
match with the description.

 Rare product: Shopping online is very useful in buying rare products.  Privacy:
There are some products which you don't want to buy publicly. You can buy any kind
of product from online web store anonymously to maintain your desired privacy.

 E-business: The progress of online business is actually helping millions of people.

Now people can buy and sell from their home. People who cannot afford to buy or
rent a shop, can easily open an online store and sell items from their home. This is
playing a very important role in reducing the unemployment rate.
DISADVANTAGES OF ONLINE SHOPPING 

 Delay: The main disadvantage of online shopping is, you cannot receive the product
immediately. You have to wait until the product arrives. Sometime it is better to have
an item instantly than keep waiting for it for many days. I would prefer to buy an item
instantly if the delivery time is too long.

 Inferior product: You don't know about the actual quality of the product.
Sometimes the description of the product might be different than the actual product.
As a result you might end up with inferior quality product.

 Shipping Charge: Shipping charge and shipping delays are one of the main
disadvantages of shopping online. Items are generally cheaper in online web store.
But sometime the addition of shipping charge makes the price similar or more
expensive than your nearby local store.

 Delivery Problem: Sometime you may face Delivery risk. Delivery risk occurs
when the seller fails to deliver the original product or delivers a damaged
(inferior/duplicate) product due to shipping problems. 

 Shopaholic: Since it is very easy to search & purchase different items very easily
and quickly from online, many people ends up being an online shopaholic. That
means they buy too many things they actually don't need. Online Shopaholic people
thinks they are saving money because the cost is very low when you shop from
online, but sometime it's actually a waste because you don't need them.

 Spam: As online shopping is becoming very common the number of online scam
and fraud is also increasing. This is why a buyer should always buy from trusted
websites only because trusted websites would take care of any fraud to maintain their
reputation.

 Some items are better to buy from the real Store: You wouldn't like to
buy any clothing products because you won't be able to know whether they are going
to look good on you or not.

 Return problem: Returning an item is difficult in case of online shopping.

Although seller accepts sells return, they usually want the item within a short period
of time and you also have to pay for the shipping charges.
 Warranty issues: Many electronic items are sold without international warranty.
So make sure you contact with the seller to verify whether the item has international
warranty or not.

 Miscellaneous trouble: There are some other rare disadvantages such as credit
card fraud, spyware
 

Chapter:- 5
Data Analysis &
Interpretation
Analysis & Interpretation
 Chapter:-6
Findings and Conclusions
 FINDINGS.

A. It was found that most of the respondents are from the age group of 18- 21and the
least group was from 14-17. From this we can understand youth are most users of
online shopping.

B. In this survey conducted the most respondents were female.

C. 3. The survey conducted showed that most of them feel that there is no accuracy of
information.

D. . Many people have started online shopping which proves to be in the table
representing that they use online shopping by more than one year and some of them
has started recently.

E. Many of the people shows the opinion that price in online is fair and also some of
them are of opinion that they are lower than the real.

F. People feel safe in online shopping as it shows in the table, only a few people think it
as unsafe.

G. People think that change in technology has a drastic change in overall by making
easier, and the least only think as not helpful.

H. Most of them consider that there is variety of products available online

I. People think that online provide goods according to best interests.

J. Most of the people believe online provide better service, safe delivery and avoids
risk.

K. . People think that similarity in what received and shown are somewhat similar.

L. The defect goods are received sometimes by people but not always.

M. People think that online products are very much affordable and fair which makes it
people in making use of it.
N. People were surveyed whether fashion and apparel where suitable in online
purchasing and the response was positive, people agree that they are best in some
way.

O. Most of the people feel that there is quality in the products purchased online.

P. Most people were satisfied in the online shopping as it shows in the surveys only
some people find it neutral
 CONCLUSION
It is concluded from the findings that Time saving, wide variety of product
availability, suitability, quality of products available online, etc are important
factors that affect online buying behaviour of consumer in fashion and apparel
industry. Along with these the factors like age, gender, etc also significantly
impact the online apparel buying behaviour and e-marketers can utilize these
factors for their benefits.
Considering significant importance of the objective of the study and based on
notable key findings, the study will make a contribution towards a
comprehensive understanding of the Indian organized apparel retail market. The
study can be a great help to retail industries, academicians, business school
students, researchers, etc.
The findings from this study will improve the competitiveness levels of
organized apparel retail industries and stores which will be beneficial for the
consumers. Since the important element of visual merchandising was not found
to affect consumers much while buying apparels, retailers need to plan the
strategies and make effort to improve visual 13 merchandising. The research
findings will help the apparel retailers to understand the factors influencing the
consumer buying behavior in order to enhance the marketing plan in future.
The purchase intention of consumers is influenced by attitude variables. The
consumers enjoy shopping mostly with their friends and family members. They
are influenced by their friends, family members, celebrities, magazines etc.
Quality, comfort, brand are the main criteria’s which effect their buying
behavior towards fashion apparels. Even all the demographic factors like
gender, age, occupation and monthly income don’t have any impact on buying
behaviour of consumers towards fashion apparels.
 Chapter:-6
Limitations and recommendations
 Limitations

The marketers study the behaviour of consumer to mold it in favour of their

product and sometimes make fancy claims and use objectionable techniques.
They also take the help to produce and market such products which have no
utility. In many cases consumers are exploited by sexy or otherwise attractive
advertisements through the media.

They take full advantage of weaknesses of consumers to mold it in their favour

whether it is scheme of exchange, gifts, lotteries or otherwise. All over the
world consumers have been exploited by sales promotion schemes and
campaigns. For instance producers certain producers claim that use of their
tooth paste will guard against germs and cavity.

Producers of medicines claim cure of certain diseases. Producers of hair oils

claim that it will stop falling of hairs and/or new hairs will start growing. Slim
centres claim to reduce weight in magic speedy manner. Someone claims that
baldness can be cured by replanting of new hairs in short period. Someone
claims regeneration of vitality even in old person.

Any number of examples can be given but such claims sometimes even by big
companies are only partially true. High priced products are introduced to take
advantage of consumers weakness just by changing shape, packing etc.
Customers are attracted by gifts, lotteries, exchange schemes, etc.

In such cases often claims are exaggerated and benefits in the form of sales
promotion scheme is only to seller and not to buyer. The government in most of
the countries has found that though consumer is the king he is exploited. Hence
most of countries have framed and enacted many acts and regulations to safe
guard the interest of consumers.

In India also there are a large number of laws in this direction like Monopoly
and Restrictive Trade Practices Act (MRTP)., Essential Commodities Act.,
Consumer Protection Act, compulsory printing of maximum retail price on each
packing, weights and Measures Act and Code of Advertising.
 Suggestion

 The online marketers can take steps to ensure more safety and
privacy to their customers in order to avoid hesitation in doing
online shopping because of safety issues.

 The online marketers can adopt new and innovative marketing

techniques in order to attract more people to online shopping.

 The online marketers can give due consideration to display

similar pictures of actual products in their websites.

 It is advisable to add wide variety or brands of products in a

single shopping website.
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Annexures
QUESTIONNAIRE
1. How long have u been online purchasing goods?
a. More than one year
b. Never tried
c. Started recently
2. Does the price become affordable and less costly than what you actually
purchase?
a. Yes
b. Fair
c. No
d. high
3. How do you feel about the price of the products in fashion and apparel
compared
to what we purchase in real?
a. Comparatively fair
b. Unfair price
c. Lower than real
d. Unknown
4. Do you feel that online sellers provide accurate information and are they
approving?
a. Yes
b. No
5. Do you think that online buying is safe?
a. Always safe
b. Partly safe
c. Not safe
6. Do you feel that online provides you with the best interests and preference?
a. yes
b. no
7. Does online buying give wide variety than compared to that of ordinary
buying?
a. Yes
b. No
c. Only sometimes
8. In what ways does online buying help you in different terms?
a. Providing better service
b. Making safe delivery
c. Avoiding risks
d. All of the above
9..Do you think online buying is the best in fashion and apparel industries?
a. Yes, in some ways
b. Only in apparel
c. Only in fashion and other styles related
d. None of the above
10.Do products influence you to buy more?
a. Yes
b. No
c. Only on occasions
11.Specify on what basis you would make selection on fashion and apparel
purchasing?
a. quality
b. discount
c. specialisation
12.How do you face the change of technology regarding the online buying
behaviour
are they helpful?
a. Making things easy
b. Illiterate about technology
c. Less time required
d. Not helpful
13.According to your experiences do you recommend online buying to your
relatives?
a. Yes, I do
b. No
c. Maybe
14. Do you think that the apparel or the garments received are similar to that
displayed in the website?
a. Yes
b. No
c. Only some similarities
15.Did you receive any dresses that are with some kind of defect?
a. Yes, a lot
b. No
c. Only sometimes
16.Does online provide you with easy decision making because of the wide
varieties
available?
a. Not the best
b. Just making things easier
c. Yes, it does provide
17. Which type of product is best in online buying?
a. Apparel
b. Garments
c. Shoes
d. Cosmetics
18.Does online buying provide you with best quality?
a. For garments
b. For apparel
c. For shoes
d. For cosmetic